This report is the latest in a series of four insights published in collaboration with MIDEM 2011 (http://www.midem.com/). Referencing a survey of 26,644 online consumers in 53 markets across the globe conducted during September 2010, and building upon the previous insights into digital music consumption, music apps and streaming, and consumer willingness to pay, this report addresses some of the most fundamental issue facing the industry today: how to optimize marketing and how to maximize revenue generation.